Review: VIPA Energy Drink

VIPA is a new 12 oz. energy drink that features a zero calorie and zero carb formulation. Featuring a blend of acesulfame potassium and sucralose, VIPA claims to offer better flavor than soft drinks and a formula that's "more invigorating and refreshing than coffee drinks". The flavor of VIPA is slightly distinct in comparison to other diet energy drinks -- it's noticeably more sweet -- but it still has an aftertaste that tastes somewhat medicinal and somewhat like artificial sweeteners. Our consensus is that the product needs some heavy reformulation. However, the real flaw in this beverage may be the packaging. The design of the can and VIPA logo will likely appeal to a niche, male customer rather than the mass market. Given that this category has been so strongly tied to the 8.4 oz and 16 oz cans (none of the top 20 energy drinks use anything but), the use of the 12 oz can will likely cause this product to be viewed as a traditional CSD rather than an energy drink. Overall, VIPA is a drink that has good intentions of being different, but needs some tweaking before its ready for primetime.